James launched Uninterrupted with his business manager Maverick Carter in 2015, and it allows celebrity athletes in the U.S. to communicate with fans through video. Plus there’s documentaries, shows and other original content on the platform, which was backed by Turner Sports with a $15.8 million investment in 2015.
Besides being a partial owner, Drake will also promote the company, which will be called Uninterrupted Canada, and it will allow Canadian athletes to keep up with their fans during the sports seasons or in between.
“When we started Uninterrupted, it was to give athletes a platform where we could share our stories and connect with our fans in a way we never had before,” said James in a statement. “It’s exciting to see that idea now leading a whole new era of athletes around the world feeling empowered to do more and be more.”
Drake also discussed the partnership and said he’s thrilled to be working with James.
“Uninterrupted has been an incredible platform for athletes to tell their stories and connect with fans,” said the rapper, who’s also the global ambassador for the Toronto Raptors, who just won their first NBA championship. “I’m honored to partner with LeBron to bring Uninterrupted to Canada, a country that continuously supports innovation and creativity.”
Uninterrupted Canada isn’t the first time Drake and James have partnered together. In 2017 they executive produced a documentary called “The Carter Effect,” about NBA veteran Vince Carter.
Maverick Carter also talked about the company, as well as its growth, and explained Uninterrupted will be brought to places like India, where celebrity athletes might be cricket or soccer players.